Strategy

Making Time for Strategy in Healthcare Marketing

Headshot of Michael Crawford
By Michael Crawford

Healthcare marketing teams juggle a lot of work to support the organization and key departments. A typical day can include strategy, event management, creative development, corporate communications and a lot of random projects. It keeps everyone busy but may also leave you with a nagging concern about how time is spent.

How do you decide where to focus? How do you show leadership that your efforts align with business goals? This article includes a helpful downloadable template.

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Headshot of Michael Crawford

Michael Crawford

Michael Crawford became interested in healthcare listening to the conversations around the patio table as his parents and their colleagues talked about work. For the past 30 years he's used his marketing expertise to help medical groups, hospitals and health systems connect with consumers, physicians, employers, brokers and health plans. He advocates for a strategic approach to marketing, audience-based communications, coordination between marketing and customer service functions, and early inclusion of the marketing discipline when planning services. His work has earned more than a dozen awards over the past few years. He’s no stranger to healthcare reorganizations or healthcare reform, from the failed effort during the 90s to the implementation of the ACA to today’s efforts at repeal. His blog, Healthcare Marketing Survival Guide, offers advice for B2C and B2B healthcare marketers trying to chart their course during uncertain times. Connect with him via LinkedIn or follow him on Twitter @health_crawford.

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